“I know why people walk away and don’t buy from us, it always comes down to price and product features,” the VP of Sales said to me.
I was hired to do a buyer persona research project for his company, to really understand what goes on inside the heads of their buyers. One of the key insights I've uncovered in these studies is the perceived obstacles that get in the way of buyers moving forward.
And sometimes I can’t resist talking to the sales team ahead of time to get their opinions. Because they always think it comes down to a disadvantage in one of the 4 P’s, especially product and price.
But I know from doing dozens of these buyer persona projects that the real reasons buyers go from being all excited and taking up lots of your time one day, to disappearing from the face of the earth the next, fall into the bucket of the infamous breakup line: